1) The document discusses how the rise of mobile usage and voice assistants is driving changes in digital marketing and advertising. Mobile usage and time spent on mobile devices has increased significantly in recent years. 2) It outlines how artificial intelligence is starting to play a bigger role in areas like search engine optimization, predictive analytics, and content personalization. For AI to be effective, companies need to capture extensive customer data on transactions, behaviors, and attributes. 3) The author recommends that marketers invest in data to better understand customer journeys, challenge conventional approaches as new technologies emerge, and focus on outcomes rather than individual advertising tactics or channels.

1. Andraž Štalec
IMPLEMENTATION OF
AI IN MARKETING

3. PEOPLE THINK THAT AI IS DRIVEN BY TECHNOLOGY,
BUT IT’S NOT.

4. THE FUNDAMENTAL RULES OF INTERNET HAVE CHANGED

5. Internet Users 2009 - 2018
Internet trends 2019, Kleiner Perkins
0%
2%
4%
6%
8%
10%
12%
14%
16%
0
1
2
3
4
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Desktop YoY Growth

6. MOBILE IS DRIVING DIGITAL MEDIA USAGE

7. Time spent per user per day with digital media
eMarketer 9/16, eMarketer 4/15, eMarketer 4/17, eMarketer 10/17, eMarketer 10/18
0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4 0.4
0.6 0.7
2.2
2.3
2.4 2.6 2.5
2.3 2.2 2.2 2.2 2.1 2.00.3
0.3
0.4
0.8
1.6
2.3
2.6
2.8
3.1
3.3
3.6
0
1
2
3
4
5
6
7
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Other Connected Devices Desktop/Laptop Mobile

8. DIGITAL EXPERIENCE IS MOVING
FROM DESKTOP TO MOBILE

9. 125 % INCREASE IN MOBILE REVENUE YOY
Online user behavior 2018, Red Orbit 9/2018

10. GLOBAL MOBILE COMMERCE REVENUE IS PROJECTED TO
REACH $669 BILLION DOLLARS THIS YEAR.
Global m-commerce sales rose by 43.9% in 2017
Worldwide mobile retail commerce revenue 2012-2018, Statista 2018

11. A whole new world? Practically—and it’s just 2 months away.
BY 2020, MORE PEOPLE WILL HAVE MOBILE PHONES
THAN RUNNING WATER OR ELECTRICITY AT HOME.

12. Internet usage by hour
Online user behavior 2019, Red Orbit 9/2019
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
2019 2012

13. USERS ARE EXPECTING MORE FROM DIGITAL
Product quality + No friction

14. Context
Intent
Immediacy
Micro-
moments

17. SEARCH IS MOVING TOWARDS VOICE

18. Google says that 20% of searches in the U.S. on Android devices are done by voice
50% OF SEARCHES WILL BE DONE BY VOICE BY 2020.
ComScore, Google 2018

19. Voice Assistants are Exploding
US Voice-Enabled Digital Assistant Users by generation, eMarketer, April 2017
0%
10%
20%
30%
40%
50%
60%
2016 2017 2018 2019
Millennials Gen X Baby boomers

21. WE DON’T GO SHOPPING, WE JUST ARE SHOPPING.

22. RECORD NUMBER OF TRANSACTIONS & REVENUE

23. Ecommerce detail: Consumer goods
Statista digital market outlook, January 2018

24. Ecommerce use among internet users
Statista digital market outlook, January 2018

25. Ecommerce growth by category
Statista digital market outlook, January 2018

27. Demand for local information continues to surge.
61% OF SHOPPERS WOULD RATHER SHOP WITH BRANDS
THAT HAVE A PHYSICAL LOCATION THAN ONES THAT ARE
ONLINE ONLY
Source: Google/Ipsos, July 2018

28. 37 % of them are influenced by mobile
56 % OF OFFLINE STORE TRANSACTIONS ARE
INFLUENCED BY A DIGITAL INTERACTION
The future of digital influence in retail, Deloitte 2016

29. I LOVE SEARCH

30. Where else could you find things like these…

31. And these…

32. And these…

33. It fulfills our lives

34. Search query
„Nike sneakers“
Ad
„Nike sneakers“
Landing page
Nike sneakers

35. €-
€50,000.00
€100,000.00
€150,000.00
€200,000.00
€250,000.00
€300,000.00
€350,000.00
€400,000.00
€450,000.00
€500,000.00
Revenue
You achieve great results for your client (or company)

36. But then sometimes all this results in totally unexpected results
Productbrandsusersaresearchingfor
Productbrandsusersarebuying
Nike
Adidas
Salomon
Nike
Adidas
Salomon

37. We were so wrong
0%
brand stickiness
25%
brand stickiness
50%
brand stickiness
Productbrandsusersaresearchingfor
Nike
Adidas
Salomon
Nike
Adidas
Salomon

38. Because we fail to see behind the standard reports.
MOST FAILURES ARE NOT EVEN CAUSED BY PPC
CHALLENGES, BUT BECAUSE OF BAD ASSUMPTIONS

39. We’ve seen a decrease in Paid Search revenues of up to 80 %!
GENERIC SEARCH IS IN RAPID DECLINE

40. Search is behaving strangely
FREE FALL
Decrease in generic
Branded steady
BRAND TAKING
OVER
Decrease in generic
Increase in branded
GENERICS RULE
Increase in generic

41. BRANDS AGE. INDUSTRIES CHANGE. MARKETS GET
MATURE. EVEN ON SEARCH.

42. Market maturity stages and Search
https://www.red-orbit.com/blog/the-decline-of-generic-search-and-how-to-save-your-brand

43. Making an ASS out of U and ME
ASSUME

44. WHAT‘S THE PRICE FOR GE PROFILE ADVANTIUM 120?

45. SEARS BEST BUY AMAZON
$899,99 $809,99 currently $870,08

47. AI IS STARTING TO DOMINATE THE WORLD

48. 1) GOOGLE SMART BIDDING

53. CONTEXTUAL
ADVERTISING
BEHAVIORAL
ADVERTISING
DEVICE
LOCATION
BROWSING
HISTORY
YOUTUBE
VIDEOS
IN-STOREKEYWORD
AUTOMATIC BID
AUDIENCE
LISTS
ONLINE
PREFERENCES
KEYWORD
MANUAL BID
BLOG POST
IN TRANSITION

55. LEARNING WHAT TO FEED INTO THE MACHINE (INPUT)
TO GET THE BEST RESULTS (OUTPUT)
GARBAGE IN, GARBAGE OUT

57. THE ALGORITHM NEEDS ENOUGH DATA AND TIME
TO LEARN AND OPTIMIZE

59. WHAT DOES THIS MEAN FOR AVDERTISERS?
HANDS OFF AND RETIRE TO BALI?

60. FROM MANUAL ADJUSTMENTS TO
GUIDING THE ALGORITHM

61. Common Pitfalls
MAKING
CONSTANT
CHANGES
USING TO
AGGRESSIVE
CPA OR ROAS
GOAL
ANALYZING
PERFORMANCE
WHILE IN
LEARNING
PHASE
LOOKING AT
THE WRONG
METRICS

62. 2) ORGANIC SEARCH

63. Google is using User Signals to rank your website
Bounce rate &
Time on Site 01
02 04
03 05 User location data
ReviewsCTR
Return-to-SERP rate

64. How can we influence user signals?
Content
optimization
Loading
time
Mobile
optimization
Social
engagement
SERPs
optimization

65. 3) VOICE SEARCH

66. GOOGLE SAYS THAT 20 % OF SEARCHES IN THE U.S.
ON ANDROID DEVICES ARE DONE BY VOICE
Google 2018

67. Voice is driven by assistant devices and IoT
VOICE SEARCH IS NOT REPLACING TYPED SEARCH

68. HOW ARE VOICE QUERIES DIFFERENT?

70. https://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-better

71. SO HOW DOES ONE OPTIMIZE FOR VOICE?

72. What, When, Who, Where, Why, How
MOST OF VOICE QUERIES ARE INFORMATIONAL

73. Does, To, Much, What, How to
THEY INCLUDE WORDS WE USUALLY OMMIT IN TYPED
QUERIES

74. Optimize for questions

75. What are people searching for?
answerthepublic.com www.quora.com

76. Analyze your existing queries

77. 40 % OF ALL VOICE SEARCH ANSWERS CAME FROM
A FEATURED SNIPPET
https://backlinko.com/voice-search-seo-study

79. Questions, prepositions, and comparisons dominate featured snippet results
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/

80. Few technical guidelines
https://backlinko.com/voice-search-seo-study
SPEED
The average voice search
result page loads in 4.6
seconds
HTTPS
70.4% of Google Home
result pages are secured
with HTTPS
AUTHORITATIVE
DOMAINS
The mean Ahrefs Domain
Rating of a Google Home
result is 76.8.

81. AI in marketing
Content
creation
Chatbots Sentiment
analysis
Visual search Marketing
automation

82. 4) PREDICTIVE & PRESCRIPTIVE ANALYTICS

83. User retention studies

84. User cohorts

85. User repeat purchase rate

86. User engagement rate

87. Growth accounting

88. There’s so much more you could do…
Stock management
Product pricing
Product/content
recommendations
Sales forecasting

89. …if only you had data.

90. To ensure personalization through AI, we need to capture that data
WE ARE MOVING FROM WE TO ME

91. TRANSACTIONA
transactions, items,
dates, value
CRM
Personal info
ONSITE BEHAVIOR
user level, stitched
OFFSITE BEHAVIOR
Email, social etc.
All the knowledge is out there, we just
have to connect the dots and share it
with the right people.
What data to capture?

92. ENHANCED
ECOMMERCE
YOU NEED DATA
USER
CRM DATA
CUSTOM
METRICS
CUSTOM
DIMENSIONS

93. USE NEW DIMENSIONS TO
CREATE ADVANCED USER SEGMENTS

94. Segmentation base
02
Geographic
country, city,…
01
Demographic
age, gender,
education,…
03
Product
TVs, laptops,... 04
Psychographics
Lifestyle or personality
characteristics
05
Behavioral
Purchasing or
usage behaviour

95. Behavioral
USER STATUS
First-time user, Regular
user
LOYALTY STATUS
Loyal, switcher, lapsed
BENEFIT SOUGHT
economy, quality, service
level, convenience,
access MARKET MATURITY
Early adopter, late adopter,
laggard

96. FINDING THE ANSWER TO ROPO.
We are testing marketing mix modeling to see if we can estimate
the impact of different advertising channels.

98. UNDERSTAND THE RELATIONSHIP BETWEEN
ADVERTISING CHANNELS AND OUTCOMES.
We can‘t keep adding more budgets – we need to
find a reliable way to redistribute it.

100. MY FINAL RECOMENDATIONS

101. Consumer journeys are too complex and offline is just too important
#1: DON‘T MEASURE LAST CLICK

102. This is where the new battlefront will be
#2: INVEST IN DATA

103. Growth needs a catalyst
#3: CHALLENGE STATUS QUO

104. Agile
Get shit done
Fail fast

105. Online access
Google Search
Social media
Online payments
Mobile
Data &
prescriptive
analytics
What fueled growth through time?

106. Growth impact & tactics penetration curves
Innovators Early adopters Early majority Late majority Laggars

107. Take advantage of new tactics & technologies
Innovators
AI
Voice search
IOT
Early adopters
CRO
Prescriptive analytics
Chatbots
Big Data
Early majority
Video advertising
Content marketing
Marketing automation
Late majority
Paid Social
SEO
Laggars
Google Search
Social Media marketing
Display advertising

108. LET‘S MAKE AN IMPACT!

109. https://www.slideshare.net/redorbit/
01 02 03 04
Email
andraz@red-orbit.com
Twitter
@andrazstalec
LinkedIn
Andraz Stalec
Web
www.red-orbit.com
Download the presentation
https://www.red-orbit.com/blog/
Further reading